Transcript slides - Association For Audience Marketing Professionals

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Changing Landscapes
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The New Role of Influencers
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Why Unified Databases
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Customer Personas
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Audience/Marketer Insights
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How Can We Help You Succeed?
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New York Times names Alex MacCallum as Assistant Managing Editor
to lead Audience Engagement.
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Former counsel for The Huffington Post, she joined The Times last
year as an executive on the business side, and she was working on its
new cooking app.
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MacCallum “will create her own AD team to drive readers across
content platforms.”
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Team is resource to be shared by paper’s news and editorial sides,
much like its photography and video departments.
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MacCallum reports directly to executive editor Dean Baquet and
editorial page editor Andrew Rosenthal.
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Cutting edge skills no longer revolve solely around SEO,
Social Media
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Ownership question of content exposure
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Digital media experts taking over audience development
positions (Prescott Schibles at Randall-Reilly; Joel Hughes at
Scranton Gillette) then hiring their own audience data teams
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Forbes currently advertising for an “audience engagement
editor”
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Consumers are research-driven
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Engage content to support decision-making; 70%-90% of
buyer journey complete prior to engaging a vendor
(Forrester)
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Consumer engagement with 11.4 pieces of content prior to
making a purchase (Forrester)
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Consumers are 5x more dependent on content than 5 years
ago (Nielsen)
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Alignment of Audience Development and Content
Teams
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Brand Awareness: driven by Expert content (88%);
more effective than user-generated content
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Brand Affinity: Expert content has 50% greater impact
than brand
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Purchase Intent: Expert content 85% more effective
than user reviews
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With this new environment, Audience Development
and Audience Marketing functions must understand
the needs of its audience
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Content developed to the audience in a segmented way
can aid and affect the desired outcome and buyer
behavior
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Stay ahead of the competition
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Audience engagement
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Product development: Enhancement
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Entrepreneur value
Creating Personas
Customer
Product
Demographic
Value
Content
Demographic
Source: Cygnus Business Media
% WHO USE EACH
print magazines
96%
websites
96%
product info from the mfr
93%
e-newsletters
92%
conferences or trade shows
80%
print newsletters
76%
69%
digital replica of print magazines
56%
mobile-optimized websites
social media
54%
mobile apps
online media purchase*
NET: mobile-optimized sites or apps
Source: ABM’s Value of B2B Study
51%
29%
63%
Nearly two in three are
using mobile-optimized
websites and/or apps
How B2B Audiences Will
Consume Information Tomorrow
MORE IMPORTANT IN NEXT 3-4 YEARS
websites
77%
e-newsletters
65%
product info from the mfr
61%
mobile-optimized websites
52%
mobile apps
49%
digital replica of print magazines
47%
conferences or trade shows
46%
social media
41%
print magazines
39%
online media purchase
30%
print newsletters
29%
Source: ABM’s Value of B2B Study
Websites, enewsletters, vendor
info, and mobileoptimized data are
growing more
important.
Younger Media Consumers VS Older Media Consumers
2014 Ag Media Penetration By Age Category
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
85%
82%
79%
<45
45-64
65+
63%
46%
43%
30%
46%
37%
38%
34%
27%
26%
24%
13%
28%
22%
12%
11%
12%
8%
As would be expected, younger operators are the most likely
to use digital channels and are adopting it faster.
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(Source: ABM Ag Council’s 2014 Media Channel Study)
Information Used To Make B2B Purchasing Decisions
HELPFULNESS IN MAKING PURCHASING DECISIONS
new product information
5.7
unique product features
5.7
comparison to competitors: value
5.4
comparison to competitors: products
5.4
4.9
application stories
4.8
customer testimonials
4.7
market conditions
4.5
company history
4.2
product awards
1.0
2.0
3.0
4.0
5.0
mean rating
Source: ABM’s Value of B2B Study
Comparisons to
competitors also
rank highly.
6.0
7.0
audience demographics
91%
attendance at in-person events
85%
lead generation
85%
active engagement*
83%
click-through rate
83%
search engine rankings
open rate
80%
75%
impressions
65%
print circulation
64%
% rating each important
ABM’s Value of
B2B Study
Marketers goals: Best platforms for generating new
product awareness among NEW customers
88%
face-to-face event attendance
81%
face-to-face event sponsorship
search engine advertising
68%
e-newsletter advertising
68%
sponsored white papers
65%
print advertising
65%
third party webinars
65%
website banner advertising
64%
57%
sponsored video on b-to-b platforms
41%
mobile advertising
radio
31%
TV
30%
out of home
29%
% rating each successful
Source: ABM’s Value of B2B Survey
Where Is The Money Going?
Marketers goals: Best platforms for generating
targeted leads of prospective new buyers
90%
face-to-face event attendance
76%
face-to-face event sponsorship
65%
third party webinars
search engine advertising
62%
sponsored white papers
61%
e-newsletter advertising
53%
website banner advertising
52%
sponsored video on b-to-b platforms
51%
mobile advertising
42%
print advertising
42%
radio
22%
out of home
15%
TV
14%
% rating each successful
Source: ABM’s Value of B2B Study
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ABM’s Audience Development Committee: Focused on Getting
Audience Developers a Better Seat at the Table
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Business Information & Media Summit: Nov. 11-Nov. 12 in Miami.
Dedicated tracks on audience development, marketing and media sales.
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Videos and decks from recent ABM conferences available to ABM
members including,
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“10 Ways You Can and Must Leverage Audience Data Today”
“Who Should Own the Integrated Database”
“How Customer Modeling Works”
THANK YOU
Michael Marchesano
Managing Director
ABM/SIIA
[email protected]